Global Eagle has announced it will collaborate with digital advertising technology firm Inadvia through an agreement that it says will boost airline advertising revenue and reach media budgets “previously not accessible for in-flight advertising.”

Global Eagle said Inadvia’s programmatic technology, which automates digital advertising sales efforts and find ways to monetize available inventory at the highest price and volume, will help the company better serve its airline customers and advertisers that want to reach passengers while they are traveling. The technology will be available on existing Global Eagle in-flight entertainment systems and to its existing airline customers.

Inadvia’s platform will also support Global Eagle’s media sales team to maximize sell-through rates, streamline media operations and help advertisers improve how they plan, buy, optimize and target campaigns.

“Digital advertising is now the largest ad market in the world, with video ads achieving steep growth and premium rates. As the majority of US digital video advertising is now bought programmatically, our collaboration with Inadvia is instrumental in helping us monetize advertising more intelligently and solve key technical hurdles for our airline customers,” said Alexis Steinman, Global Eagle’s senior vice-president of Aviation.

“We are delighted to be able to work with the team at Global Eagle and its partners to maximize the advertising opportunity their world-class platforms offer. Working together, we know our programmatic advertising solution will be the perfect fit for Global Eagle’s in-flight entertainment and connectivity (IFEC) platforms going forward,” said Matthew Blay, director of Inadvia. “Demonstrating a credible and scalable way to effectively monetize platforms is crucial for the future success of IFEC, and Global Eagle has firmly placed itself as one of the forerunners in this regard.”

Global Eagle said it expects to introduce the advertising technology to the airline market in early 2019, before offering it in other mobility markets, including the maritime sector.